December 2010 - Page 3 of 13

Techniques for Leveraging Atomic-Level Data

Many direct marketers need to be more creative in the ways that they leverage their customer data. Sure, just about everyone uses customer data to make general decisions about whom to promote. Typically, this is done with either rules-based logic such as RFM Cells, or more formal statistics-based predictive models. However, this is just scratching the surface.

Agencies

Legal Data Watch: Behavioral Targeting Hot Topic For Next Congress

For many years, direct marketers have been wary of legislation that could restrict their use of data. Among the most recent potential developments are behavioral targeting or do-not-track proposals. These could curb marketers’ abilities to track consumer behavior and clicks online so they can send prospects highly targeted offers. Chief Marketer recently spoke with Jerry Cerasale, senior vice president of the Direct Marketing Association, for an outlook about this kind of legislation in the 112th Congress.

Acquisition

New Credit Card Holder Lists Still a Good Bet

A few years ago, when there were 7 billion credit card solicitations being mailed, one of the core types of lists being used was recent credit card issues.

Data & Analytics

Broker Roundtable: Incorprating Social Data Into Lists

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community.

Agencies

Chief Marketer Listline

Chief Marketer and NextMark offer you a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · …

Agencies

Best DM Copywriting Blends Old and New Tactics

Chief Marketer recently talked with Bruce Henderson, group creative director/senior partner creative with Ogilvy&Mather Worldwide, New York, to get his thoughts on the current state of DM wordsmithing and why keeping search in mind should be job one for all copywriters.

Email

Look Beyond Email Metrics to Measure Email Effectiveness

One strength of email as a marketing tool is its measurability. But if you measure the effectiveness of your email campaigns in a vacuum, relying exclusively on standard medium-specific metrics such as open and clickthrough rates, you could be underestimating their effectiveness.

Agencies

Coffee Seller Keurig Tests Mail In Consumer-Focused Effort

If a new direct mail campaign from Keurig is successful, 2011 will see consumers moving at a slightly peppier pace

Email

From Email to Online: Ensuring a Seamless Customer Experience

As an email marketing professional, you obsess about maintaining and growing a database of responsive subscribers, ensuring that your emails make it through the myriad filters to their inboxes, and creating messages that are compelling enough to entice recipients to open them and respond. But you probably don’t worry too much about what happens once those recipients do click through.

Agencies